Measured vs mediasense

Brands Ignore Measurement; Incrementality Solves Attribution

Trevor Testwuide, CEO and co-founder of Measured, published a sponsored op-ed arguing that modern platform-reported attribution (last-touch and platform claims) systematically misallocates marketing budgets. The piece recommends incrementality testing—using exposed vs. matched control groups (holdout tests)—to measure true causal lift and avoid paying repeatedly for demand a brand already had. It notes that retail media networks, social commerce, AI-driven discovery, and marketplaces exacerbate attribution errors, and explains that adopting incrementality requires organizational changes (incentives, agency pushback, revised KPIs) but yields clearer budget allocation and growth-focused investment. The article was published on Modern Retail and sponsored by Measured on 2026-07-02.

• Article authored by Trevor Testwuide, CEO and co-founder of Measured; content is sponsored by Measured.
• The piece argues platform-reported last-touch attribution often misattributes credit and inflates perceived marketing ROI.
• It recommends incrementality testing (exposed group vs. matched control/holdout) to measure causal lift and avoid wasted spend.

Measured Study: Google AI Overviews Didn’t Hurt Search

Measured, an AI-powered marketing effectiveness platform, published an analysis of 139 brands showing that incremental revenue and orders rose after Google broadly rolled out its AI Overviews feature in September 2025. Measured found median incremental revenue increased 3.4% and median incremental orders increased 3.2% while overall ad spend stayed essentially flat. The study argues platform metrics like click-through rate can be misleading in AI-shaped search environments because AI Overviews may answer low-intent informational queries, concentrating higher-intent clicks that are likelier to convert. A subset of omnichannel brands that measured in-store impact saw larger gains: median retail incremental revenue grew 43.7%, incremental orders grew 22.5%, and iROAS rose from $1.35 to $1.47 across three months in Q1 2026. Measured’s CEO says advertisers who focused on incrementality rather than CTR benefited by maintaining spend during the rollout.

• Measured analyzed incrementality for 139 brands and published results in a June 30, 2026 release.
• Median incremental revenue rose 3.4% and median incremental orders rose 3.2% after Google rolled out AI Overviews in September 2025.
• For omnichannel brands measuring retail impact, median retail incremental revenue grew 43.7% and incremental orders grew 22.5%.

ISBA and mediasense report establishes first capability baseline for UK digital retail media networks

New research assesses campaign, reporting and measurement capabilities across five leading UK retail media networks.

Mediasense's Jack Shearring: Governance Beats Gadgets in Marketing

Jack Shearring, vice president of strategy at Mediasense and Drum Awards Festival juror, emphasizes that governance, not technology, is the key to successful marketing transformation. He argues that many organizations have sophisticated tech but unclear data ownership and fragmented agency relationships. For 2026, he would invest in measurement infrastructure over flashy tools, noting that better inputs matter more than better tools in a world of platform automation. He advocates for managing brand and performance as complementary, and for a shift toward probabilistic, modelled, and judgement-driven measurement. Leadership, he says, will favor those who ask good questions and create clarity, not necessarily those with the most knowledge.

• Jack Shearring is vice president of strategy at Mediasense.
• Shearring is a juror at the 2026 Drum Awards Festival.
• He advocates investing in measurement infrastructure for 2026.

Mediasense, Consultancies Brace for Busy Second Half

Digiday's Media Buying Briefing reports that consultancies that run agency review processes are preparing for increased activity in the second half of 2026 after a wave of account moves in H1. The article names consultancies — including Abintus, ID Comms, Mediasense, Flock Associates, Mercer Island Group and Ebiquity — as firms often hired to orchestrate prolonged media and creative partner reviews. It also notes that large advertiser activity (with Coca-Cola mentioned as potentially in play) could drive more review work. The briefing is part of Digiday+’s weekly Media Buying Briefing for industry subscribers and highlights the importance for agencies of knowing the main consultancy players if they want to be considered for pitches.

• Digiday published the Media Buying Briefing on 2026-07-13.
• Companies named as consultancies in the article: Abintus, ID Comms, Mediasense, Flock Associates, Mercer Island Group and Ebiquity.
• The article says the media industry saw a large number of accounts change hands in the first half of 2026 and expects an active second half, with Coca-Cola mentioned as 'in play'.